O2 is the first brand to work with bioluminescence technology STARPATH

O2 has celebrated the launch of the new Samsung Galaxy S5 on O2 Refresh but unveiling a UV-powered, virtual ‘galaxy’ to Londoners in Clapham Common.

Appearing as a blank canvas by day, the 8x5 metre STARPATH installation turns into a beautiful depiction of the starry night sky when the sun goes down.

The display features a call to action to visit the O2 Galaxy site where visitors have the chance to win a Samsung Galaxy S5 on O2, in addition to the competition the site also hosts more information about the phone and how to pre-order. To win a handset visitors have to explore an immersive 360 degree vista of the Milky Way galaxy, searching for famous stars and hidden content.

Of the promotion, Nina Bibby, marketing and consumer director at O2, said: “We love exploring new ways of using technology to deliver unique experiences for our customers. STARPATH is a cutting edge technology that justly showcases Samsung’s fantastic flagship phone. We were inspired by the eco-friendly use of bioluminescent materials to amaze passers-by and invite them to find out more about a different kind of Galaxy.”

The STARPATH installation is now on tour promoting the handset, which is available from 11 April.